One of the best-case situation is {that a} cancellation e-mail turns a churned subscriber right into a retained buyer.

However that’s not all of the cancellation e-mail can do.

Lately, I canceled a subscription. The reality was, I wasn’t solely happy with the corporate, and another person might do the identical factor for a similar cash. I left.

Inside hours, I acquired a really well mannered e-mail from customer support, which made me really feel valued. They provided a reduction, and I felt they have been very understanding. I admit it wasn’t sufficient to encourage me to enroll once more, however it did enable the subscriber/software program “relationship” to finish nicely. The cancellation e-mail was sufficient to curb my dissatisfaction, and now my narrative in regards to the firm is constructive; I’d even advocate them to a buddy!

Whereas this cancellation e-mail hadn’t fairly wooed me again, it definitely left the door broad open for the longer term. It made me recognize the facility of a great e-mail when the chips are down.

On this article, we’ll discover the elements of well-done cancellation emails — plus share a template so that you can create certainly one of your personal.

Desk of Contents

The Finest Cancellation Emails

I’ve dug by means of my emails and spoken to skilled e-mail entrepreneurs to seek out fifteen of the perfect cancellation emails. I’ve included why they’re efficient, with the stats to show it.

By studying from these cancellation e-mail examples, you’ll be capable to create your personal model that can deliver your clients again — or a minimum of assist you to half methods in one of the simplest ways attainable.

1. Zero Bounce

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Zero Bounce has a staged course of with regards to cancellation emails. Zach Nonnemacher, E-mail Strategist at ZeroBounce, explains the circulate.

• The particular person goes to cancel within the dashboard. A modal pops up asking for suggestions and provides them a reduction provide to remain.
• In the event that they settle for, ZeroBounce sends a affirmation e-mail exhibiting what they accepted.
• In the event that they reject, ZeroBounce sends a follow-up based mostly on that.
• Then, in the event that they did not settle for the primary follow-up provide, ZeroBounce sends a second e-mail later to those that rejected.

The emails have an open price between 34% and 51%.

It’s value noting that earlier than Zero Bounce sends their first e-mail, they’re gathering vital info by means of a suggestions pop-up. In addition they incentivize the person to return with a reduction.

What I favored about it: I like how Zero Bounce has a circulate of emails that considers the place the person relies on how they responded to the primary e-mail. I additionally actually like that Zero Bounce is asking for person suggestions. This info gives insights explaining churn to allow them to work to scale back this sooner or later by means of advertising and marketing messaging or alterations to their providing.

2. Niceboard

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Like Zero Bounce, Niceboard has a cancellation e-mail circulate. Noticeboard sends two emails.

Hanna Feltges, Progress Marketer at Niceboard, defined the position of every e-mail to me.

E-mail one (above) is distributed to clients a day earlier than their plan is canceled.

Feltges believes the weather that make this e-mail profitable for Niceboard embrace:

• Mentioning the options that customers would lose entry to when not upgrading. This helps recall why the person selected Niceboard within the first place.
• The timing of the e-mail is at some point earlier than cancellation, giving the person a heads-up to take motion.
• The framing of “persevering with to have entry to those options” makes the recipient take motion and reduces friction.
• Providing a easy approach to contact Niceboard (reply to the e-mail).

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E-mail two is distributed to clients the day their plan is canceled. E-mail two is efficient as a result of it

• Gives a straightforward approach to get again to utilizing the device (“all of your work has been saved”).
• Takes a proactive step to scale back friction for upgrading (“3 methods to sweeten the deal”): Recommendations on how you can enhance their expertise and the power to modify to a free plan.
• Gives a straightforward approach to unsubscribe. Whereas this might sound too simple, we consciously determined to counsel this to disqualify anybody not genuinely involved in our product.

What I favored about it: An e-mail circulate serves as a sort reminder to your canceling subscriber. We’re all busy, and the temptation of a “sweeter” deal may simply be sufficient to deliver somebody again. I just like the second e-mail and the way there are numerous choices for the person to select from. They will decide up suggestions, keep on as a free person, or unsubscribe.

As Feltges defined, the unsubscribe may be very apparent on this e-mail, however Niceboard is completely happy to lose disqualified e-mail leads. I feel this builds a little bit of belief, too. I’d choose an organization that merely served me (even when I unsubscribe) moderately than entice me in additional emails.

3. RecurPost

Debbie Moran, advertising and marketing supervisor at RecurPost, supplied an instance of their e-mail cancellation.

Moran stated, “I personally have interaction with clients canceling their subscriptions as part of our buyer retention technique. By this, I intention to grasp their causes, collect suggestions, and discover options to handle their issues.”

Due to Moran’s private e-mail, she was in a position to flip this nearly-churned buyer again right into a subscriber. Moran stated, “I spotted that the client’s subject was budget-related, not dissatisfaction with RecurPost. By open communication and help from our gross sales assist workforce, we custom-made a budget-friendly plan for her, making her a cheerful and retained buyer.”

Moran believes there are 5 key the explanation why the client stayed:

• Custom-made budget-friendly plan.
• Open communication.
• Responsive buyer assist.
• Flexibility and adaptableness.
• Constructive buyer expertise.

Lastly, Moran stated, “By these emails, my fundamental objective is to show cancellations into alternatives for enchancment and continued buyer satisfaction.”

What I favored about it: It’s cliche, however individuals do enterprise with individuals. On this interplay, Moran was in a position to flip a churned subscriber right into a retained subscriber. Wanting on the e-mail, the communication, responsive assist, and every little thing else, it’s very clear to me how RecurPost stored their buyer.

4. Linktree

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That is the cancellation e-mail I acquired only a few days in the past, and it’s fairly efficient. I signed up for Linktree as a result of I wished to present it a take a look at for 30 days, freed from cost. I’m infamous for forgetting to cancel subscriptions, so I selected to cancel this instantly to benefit from the 30 days and not using a potential undesirable invoice.

I wished to check the software program after which decide about whether or not or to not keep it up and pay. For somebody on this scenario, this e-mail is nice. It reinforces the professional options, helps the device with social proof within the type of opinions, and permits me to resume from the e-mail simply.

What you don’t see on this e-mail is the cancellation course of. Earlier than I even acquired an e-mail, Linktree provided me 25% off; truthfully, it was tempting.

What I like: It is a clear and well-designed e-mail. I genuinely did learn the opinions as a result of though I’ve at the moment canceled my subscription, I’m very a lot within the explorative part with this new software program. The renew button within the e-mail offers me a straightforward place to return to if/when I’m able to commit.

5. Disney

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In the event you’ve canceled a Disney subscription, you’ll obtain an e-mail just like the one above. It’s fairly to the purpose however does every little thing it must. Disney expresses its disappointment to see you go, confirms the main points (cancellation date), and serves as a reminder you can restart anytime.

The e-mail contains the “restart subscription” button to take away friction. Earlier than canceling my Linktree subscription, I’d’ve questioned why Disney and others added a “restart” CTA, but when somebody’s subscription is coming to an finish with out their figuring out, the frictionless renewal/restart can be a lot appreciated.

What I favored about it: I favored how Disney suggested clients on what to do if in addition they had The Disney Bundle. I discovered this very clear. Disney might simply enable unknown subscriptions to go away their clients’ banks, however they did the best factor.

Customers recognize actions similar to this, however in addition they save customer support lots of time with a) disgruntled clients and b) refund requests. A superb transfer throughout.

6. Twitch Turbo

Twitch Turbo removes advertisements so you’ll be able to get pleasure from your viewing! Their cancellation e-mail may be very easy and to the purpose. They’re providing you with all the knowledge and never making any grand gestures, similar to reductions or incentives to deliver you again.

What I favored about it: This may very well be barely contradictory to my earlier feedback, however I like its simplicity. I recognize not being pulled again in with a suggestion. Nevertheless, I might encourage cancellation emails to incorporate a suggestion the place attainable.

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7. Kmart

A cancellation of products requires an e-mail so the client is aware of their cancellation was profitable.

This instance from Kmart confirms the refund request has been famous. They’ve shared the objects inside the e-mail so the recipient has a reference. On this case, the person triggered the cancellation, however for circumstances the place it was not, Kmart provided the why behind the cancellation. They’ve additionally acquired fast entry to talk or assist, which is nice customer support.

What I favored about it: One factor that stands out to me on this e-mail is the affirmation of cancellation, adopted by reassurance that the refund affirmation e-mail is on its means. This e-mail ensures that the recipient has extra solutions than questions and is within the find out about what’s happening.

8. Reserving.com

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Cancellations on Reserving.com are usually not at all times simple as reserving.com is the third celebration between the client and the property.

Like Kmart (above), Reserving.com has completed a great job reassuring the recipient about what’s taking place. This straightforward e-mail contains an replace: Reserving.com is discovering an answer concerning cancellation with the property.

Naturally, reserving.com has protected itself and given the recipient all the knowledge, together with a reminder in regards to the property phrases.

What I favored about it: Though the matter is in hand and Reserving.com is negotiating with the property, I like that they gave the recipient full management over every little thing by offering contact particulars.

9. Cathay Pacific

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This cancellation e-mail was despatched throughout a busy time for Cathay Pacific. As you’ll be able to see within the e-mail, they’ve acquired a big enhance in refund requests and have clarified to the client that they’re doing every little thing they will. Plus, they’re additionally managing expectations with a time interval of seven to twenty enterprise days.

Moreover, Cathay Pacific has already apologized for potential delays. Their customer support all through this e-mail is nice.

What I favored about it: The e-mail is well mannered and to the purpose, however Cathay Pacific has completed every little thing it must appease and serve its clients.

10. Craft Gin Membership

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I joined and canceled a Craft Gin membership a while in the past. This cancellation e-mail adopted, and I appreciated it.

A plain textual content e-mail from Amy felt real. It was extra like a communication together with her than an ordinary cancellation e-mail that everybody would obtain. Although I do know everybody would obtain this, the e-mail didn’t lose its attraction.

The e-mail provided all of the frequent components of a cancellation e-mail: Amy tells me she’s sorry I’m leaving, leaves the door open for me to return, and tells me what I’m dropping by canceling.

Lastly, Amy requested if I might fill out the suggestions kind.

What I favored about it: The suggestions kind is in daring textual content. Craft Gin is involved in figuring out the why behind individuals leaving. I extremely advocate including this to cancellation emails or inside the cancellation journey. Typically, a cancellation is finished with a heavy coronary heart, and the person may recognize a second to inform you what’s up.

Plus, if you realize why they canceled, you’ve acquired one other likelihood to deliver them again, or if not, you’ll be able to enhance issues for the subsequent particular person.

11. LastPass

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This LastPass cancellation e-mail is a superb instance of somebody reluctantly canceling with an organization and the significance of the suggestions layer.

I ended a two-year partnership with LastPass days after my subscription was renewed.

LastPass graciously refunded the annual subscription price and despatched the e-mail above. I discovered it extremely efficient. As a substitute of begging me again, LastPass acknowledged me as a buyer, requested why I used to be leaving, and provided a 15% low cost. The provide of a reduction felt like a delicate try, which I appreciated.

I did give LastPass my time to elucidate why I used to be leaving, they usually did provide some reassurances. I appreciated LastPass asking in regards to the cause for my cancellation.

Whereas I didn’t renew with LastPass, I do be ok with how I used to be handled as a buyer, and who is aware of, perhaps I’ll return someday.

What I favored about it: The politeness of the e-mail alongside the supply made it onerous to go away LastPass. I used to be tempted again! Though I didn’t return this time, it turned me from a categoric “I’d by no means use LastPass once more” to a “who is aware of, perhaps I’ll return sooner or later.”

12. Washington Submit

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LastPass and Craft Gin are usually not the one corporations utilizing a plain textual content e-mail for his or her cancellation.

Washington Submit’s plain textual content e-mail persuaded Sandra Grauschopf, Advertising Supervisor at Kodeco, to stay a subscriber.

Grauschop stated, “It is not a implausible e-mail, however the provide was excellent to make the worth (to me) well worth the cash. It satisfied me to proceed as a subscriber.”

I can see why. The e-mail comes throughout as despatched instantly from an individual on the Washington Submit. It is well mannered and to the purpose. The Washington Submit managed to forestall Grauschopf from churning by providing a reduction extra in step with her funds.

What I favored about it: Emails like this show that even a plain textual content e-mail is impactful if the wording or provide is nice sufficient. For me, it deviates considerably from the notion that individuals don’t learn or must be persuaded by over-engineered designs to remain . In case you have one thing of substance, plain textual content can work.

13. Adobe

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I canceled a subscription with the Adobe Acrobat workforce, and that is the e-mail I acquired.

Like all good cancellation emails, Adobe has completed the necessities and supplied an choice to reactivate the subscription. The e-mail is easy and to the purpose, however it will get the job completed.

What I favored about it: Adobe signed off with “Thanks for being a valued buyer.” At the same time as a buyer leaves a paid plan, the e-mail sign-off is well mannered.

14. pdfFiller

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Alpana Chand shared a cancellation e-mail from PDF Filler. Chand stated, “I appreciated the tone of this e-mail; I did write to them thanking them and saying I’ll use the paid service at any time when crucial.”

The cancellation e-mail from PDF Filler was so nicely written that it triggered a reply from Chand, who was unsubscribing. That is vastly efficient.

Though PDF Filler didn’t flip a churned subscriber right into a retained one, they did climate the cancellation nicely. They ended up with a constructive interplay as an alternative of a unfavourable.

What I favored about it: I agree with Chand; the e-mail was well mannered and useful. The tone is nice. They’ve additionally included a timeline of when the cost ought to return to Chand’s account.

15. Audible

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I canceled my Audible subscription and acquired the e-mail above. The e-mail is mostly very helpful, informing me I’ve entry till July. There’s just a little warning about credit expiring, which might encourage me to obtain something I want earlier than the deadline.

Like many emails listed, Audible contains the choice to maintain my membership.

What I favored about it: The e-mail, typically, is nice, however I particularly like how simple it’s to get in contact if there’s a difficulty. With this specific cancellation, there was some confusion, and I used the Contact Us choice to resolve a final question earlier than I subscribed for the 12 months.

Tips on how to Write a Cancellation E-mail (+Template)

Now we’ve analyzed fifteen cancellation emails, let’s have a look at the successful formulation and write a template.

What makes a successful cancellation e-mail

Evidently the formulation for making a cancellation e-mail stand out is:

• Cancellation affirmation, together with dates.
• Particulars about refunds, if relevant.
• A real “sorry to see you go”.
• Options you’ll miss out on.
• A warning you’ll lose knowledge.
• Resubscribe/renew CTA.

As a bonus, you’ll be able to add:

• A private method (identify the sender).
• Opinions from completely happy clients.
• Fast hyperlinks to contact.
• Suggestions request.

Though many emails on this round-up don’t embrace these bonus objects, I’d extremely advocate utilizing them. The true success tales have come from these asking for suggestions and providing various options.

Cancellation e-mail template

Hey, [Name],

We’re sorry to see you go.

Your cancellation request has been processed. From 2024-02-27T12:00:00Z, you’ll be moved to the [plan]. This implies you’ll lose entry to [benefit], [benefit], [benefit].

With the [pro plan], you additionally get

• [Pro plan benefit].
• [Pro plan benefit].
• [Pro plan benefit].

[RESUBSCRIBE BUTTON]

You possibly can resubscribe anytime. Within the meantime, when you have questions, please don’t hesitate to succeed in out to me.

In case you have time, please fill out this suggestions kind.

Sort regards,

[Your name]

Say Goodbye the Proper Means with a Cancellation E-mail

I’ve little doubt that the cancellation e-mail is completely important. Naturally, it’s essential give your clients some affirmation that the motion they’ve taken – i.e., canceling – is in movement.

Greater than that, a cancellation e-mail may very well be the distinction between a soured buyer and a peaceable finish to a partnership. Higher, your cancellation e-mail might encourage your buyer to return into an alternate services or products, a win-win for all.